Marching Forward: Annie Brett on leadership, people, and progress

As we celebrate International Women’s Day 2025 with the theme March Forward, we continue to spotlight inspiring women leaders who are driving progress and shaping the future. Today, we feature Annie Brett, Head of Customer Care at Great Southern Bank, whose leadership journey is built on resilience, empathy, and an unwavering focus on people.

Annie Brett’s journey to leadership started more than 20 years ago in a call centre, answering phones like so many frontline staff she now leads. From long shifts and weekend work to managing complex customer needs, Annie’s early career shaped her deep understanding of customer experience and the importance of listening to those on the ground.

"I started on the phones, and I think that served me really well," she reflects. "I know what it’s like to be customer-facing. I understand the importance of having your voice heard and ensuring frontline teams are empowered to advocate for customers."

Her leadership was tested in 2019 when she joined Great Southern Bank just before Australia faced back-to-back crises—the bushfires, floods, and then the COVID-19 pandemic. As a leader in collections and hardship, Annie was thrown into one of the most challenging periods in recent history, helping customers and employees navigate financial uncertainty.

"I had no existing relationships in the business, and suddenly, I was leading a team through massive external change. But I knew my role: to take care of my people so they could take care of our customers."

For Annie, leadership isn’t about hierarchy—it’s about treating people with respect and empathy, whether they are a CEO or a customer service representative.

"We’re all just people. It doesn’t matter what your title is. When I think about customers, I think about my mum or my dad calling a call centre or my Nana, who doesn’t know how to read a text. It’s about ensuring we have the right people to care for them."

That human-centred leadership has defined her approach at Great Southern Bank. Over the years, she’s seen significant progress in gender equality, particularly in banking and collections, which were traditionally male-dominated industries.

"When I started, I would often be the only woman in a room of senior leaders. Now, when I sit in these forums, there’s balance, and everyone’s voice is heard. That shift has been incredible to see."

Reflecting on the March Forward theme, Annie believes in progress that is based on merit and opportunity for all.

"It’s not about selecting people for gender; it’s about ensuring the best people are in the right roles. I have four senior managers reporting to me—two men, two women. That’s not by design; it’s because they are the right people for the job. That’s what true equality looks like."

Annie also credits the supportive leadership at Great Southern Bank, which values diverse voices and ensures that women have a seat at the table. She acknowledges the role of mentors and allies—both male and female—who have shaped her leadership, particularly her current and former managers, who trusted her ability and encouraged her to lead with confidence.

"I had a boss who was a strong woman in a male-dominated space, and she never wavered from being true to her values. That shaped me. And my current boss has been an incredible advocate, giving me the trust and space to drive the business forward the way I know how."

In the fast-evolving world of customer care and banking, technology plays a crucial role in shaping experiences, but Annie believes it should never replace the human element.

"Technology is there to enhance function and create efficiencies. But at the end of the day, people want choice. Millennials like me don’t want to sit on hold—we want a click-to-chat option. But for some customers, talking to a person is essential. The key is leveraging technology to provide the right options for different people."

Through partnerships with Optus, Great Southern Bank has embraced technology that improves service delivery while maintaining the personal touch that customers value. Annie is particularly proud of how collaborations have helped drive innovation, efficiency, and best practices across the industry. Read the full success of Great Southern Bank’s transformation with Optus here.

"Our partnership with Optus has not only strengthened our telephony platforms but has also given me opportunities to share best practices at industry forums and awards. It’s been a great collaboration, and I’m excited to see what’s next."

For Annie, leadership success is no longer just about numbers—it’s about people.

"In the past, I measured success by hitting targets and driving numbers forward. But today, it’s about balance. Do I have a highly engaged, high-performing workforce? Are they happy? Am I moving things forward for the business while also feeling inspired? If the answer is yes, that’s success."

As she prepares to step into a new role as a mother, Annie is grateful for the flexibility she has at Great Southern Bank, allowing her to return on her terms when she’s ready.

"I’ve worked since I was 13, so I don’t really know what to do until she’s here! But I’m so lucky to have the flexibility to come back in a way that works for me and my family."

Her advice to women looking to step into leadership? "Don’t wait for a seat at the table—go and take it."

And if she could give one piece of advice to her younger self? "Be more confident. You don’t have to keep proving yourself—you’ve already earned it."

Looking ahead, Annie believes that true progress means eliminating outdated gender constructs altogether.

"I can’t wait to see what leadership looks like in 10 years. I hope we move beyond ‘men vs. women’ and just focus on people. That’s the future I want to see."

As she marches forward into 2025 and beyond, Annie’s leadership remains rooted in care, connection, and courage. Her story is a powerful reminder that real leadership isn’t about authority—it’s about empowering others to succeed.